首页> 外文期刊>Computers & Industrial Engineering >Coupon promotion and its two-stage price intervention on dual-channel supply chain
【24h】

Coupon promotion and its two-stage price intervention on dual-channel supply chain

机译:优惠券推广及其对双通道供应链的两阶段价格干预

获取原文
获取原文并翻译 | 示例

摘要

This paper explores a dual-channel supply chain under which manufacturers and retailers issue coupons in a two-stage promotion process for market size and profits. We attempt to investigate the role of coupons on pricing and channel competition by introducing a game model that includes three coupon issuing patterns: the manufacturer issuing, the retailer issuing, and co-issuing. Additionally, analysis and comparison of the strategies between different coupon issuing patterns are performed through an analytical approach and numerical study. Some new insights are as follows: The distribution of coupons increases the issuing channel's price but decreases the competing channel's price. The retailer's coupon promotion has a positive spillover effect on the manufacturer, while the manufacturer's coupon promotion may reduce the profit of the retailer. If the manufacturer offers coupons in the online channel, the best strategy for the retailer is to distribute coupons. The manufacturer owns channel advantage and obtains larger promotional effects when the manufacturer and retailer offer coupons simultaneously. The distribution of coupons does not absolutely increase the issuer's profits but depends on the price sensitivity and redemption rate of coupons as well as competitor's strategies. A bilateral revenue sharing contract can coordinate the dual-channel supply chain, and the retailer is more willing to reach the contract.
机译:本文探讨了双通道供应链,其中制造商和零售商在两级促销过程中发出优惠券,用于市场规模和利润。我们试图通过引入包括三个优惠券发行模式的游戏模型来调查优惠券对定价和渠道竞争的作用:制造商发行,零售商发行和共同发行。另外,通过分析方法和数值研究进行不同优惠券发行模式的策略的分析和比较。一些新的见解如下:优惠券的分销增加了发行渠道的价格,但降低了竞争渠道的价格。零售商的优惠券推广对制造商进行了积极的溢出效应,而制造商的优惠券推广可能会降低零售商的利润。如果制造商在网上频道提供优惠券,则零售商的最佳策略是分发优惠券。制造商拥有渠道优势,并在制造商和零售商同时提供优惠券时获得更大的促销效果。优惠券的分配并非绝对增加发行人的利润,而是取决于优惠券的价格敏感性和赎回率以及竞争对手的策略。双边收入共享合同可以协调双通道供应链,零售商更愿意达到合同。

著录项

  • 来源
    《Computers & Industrial Engineering》 |2020年第7期|106543.1-106543.14|共14页
  • 作者单位

    School of Economics and Management Nanjing University of Science and Technology No. 200 Xiaolingwei Street Xuanwu District Nanjing China;

    School of Economics and Management Nanjing University of Science and Technology No. 200 Xiaolingwei Street Xuanwu District Nanjing China;

    School of Economics and Management Nanjing University of Science and Technology No. 200 Xiaolingwei Street Xuanwu District Nanjing China;

    School of Economics and Management Nanjing University of Science and Technology No. 200 Xiaolingwei Street Xuanwu District Nanjing China;

  • 收录信息
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Dual-channel; Pricing; Coupon promotion; Issuing pattern; Coordination mechanism;

    机译:双通道;价钱;优惠券推广;发行模式;协调机制;

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱:kefu@zhangqiaokeyan.com

京公网安备:11010802029741号 ICP备案号:京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有
  • 客服微信

  • 服务号